Communication channels which were considered trendy only a few years ago are now regarded as snail mail. Companies are required to continually adapt their business model to new technologies and react quickly to customer feedback. Within seconds, dissatisfied customers can trigger a shitstorm on social networks and blogs. But that doesn't have to happen - there is already a wide range of professional survey tools on the Internet that companies can use cheaply or even free of charge. Not only do they collect large amounts of data, but they also provide a detailed evaluation in practically no time. But what exactly makes online survey software the popular all-round choice in customer surveying? How can surveys be created using such feedback software? What exactly is behind the various applications of smart feedback software? What are their long-term benefits?